| dc.description.abstract | Hotel website is one of the tools that supports online branding, in order to make it
easier for customers to serve hotel bookings online. In addition, it is also used as a
place to find information from the hotel. However, in the context of testing the
relationship between web sites with branding and hotel reservations, not many
researcher have done so. Therefore, this research aims to develop, and test models
based on website interactivity theory to explore the relationship between website
interactivity, brand knowledge dimensions, and brand value in the context of hotel
booking websites. The results were taken from the sample of 120 domestic
tourists in Yogyakarta that show the quality of the website had significant
influence on brand and online ordering. Analysis using Structural Equation
Modelling (SEM) was conducted to test the hypothesis. The results showed that
the interactivity dimension of the website, namely two-way communication had
positive effect on the dimensions of brand knowledge, namely brand awareness
and brand image, which increased the value of the brand which in turn had an
impact on customer purchase intentions. | en_US |
